The Beckham family's empire of sponsorships, modelling and fashion collections is now worth nearly £500m ($771m), according to analysis from the London School of Marketing. Experts believe the so-called Brand Beckham – consisting of everything from David's multimillion-pound sponsorship deals to teenager Romeo's modelling career – could earn the family as much as £30m to £40m a year.
Specialists at the London School of Marketing compiled the data on David, Victoria, Brooklyn, Romeo, Cruz and Harper Beckham – "the most famous family in Britain after the royals" – to reveal the true value of their business ventures.
As well as David's endorsement deals with brands such as Adidas and H+M, experts concluded that a majority of the Beckham's marketing power comes from three main corporate vehicles. Footworks, which looks after David's football-related revenues and is estimated to be worth £150m; the Beckham label, for all its endorsements valued at £70m; and Beckham Venture, for Victoria's fashion business at £60m.
Combined with their non-business assets of around £190m, the London School of Marketing believes Brand Beckham is now worth an estimated £470m.
It is not just the parents who have achieved this figure, with eldest son Brooklyn launching his modelling career and Romeo's advertising campaign for Burberry in 2014, reported to have helped boost their sales by 14%.
Anton Dominique, chief marketing officer at the London School of Marketing, said: "The Beckham brand has been used to advertise everything from designer clothes, to satellite television and even whisky.
"What is also interesting is that the family name is almost as influential as any individual family member. For instance, Romeo Beckham won a very lucrative marketing contract with the fashion house Burberry. Additionally, the Beckham name has the Midas touch when it comes to advertising, even the mere mention of their name associated with a brand is a small news event in itself.
"But it's not just in the headlines that the Beckham name is making money. Both the opening of Victoria's flagship clothing store in London last year and the positive response to her New York Fashion Week 2015 show prove how Victoria has shifted from 90's pop star to established fashion designer. After the royals, the Beckhams are Britain's most recognisable family with a global pulling power which is almost second to none."